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The Nature of Services

Learning Objectives Mengklasifikasikan jasa sesuai dengan

matriks. Menggambarkan jasa sesuai dengan

matriks. Mendiskusikan implikasi manajerial dalam

hal jasa . Mendiskusikan pandangan dari strategi

klasifikasi jasa. Mendiskusikan peran jasa dari pandangan

jasa. .

An Integrated Approach to Service Management

Delapan Komponen chika• Elemen Barang•Tempat, , Cyberspace, and Waktu• Promosi dan pendidikan• Harga dan Penggunaan Outlay lain+ Process+ Productivity and Quality+ People+ Physical Evidence

Membutuhkan integrasi pemasaran , operasidan sumberdaya manusia Require theIntegration of Marketing, Operations, andHuman Resources

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Service/Product Bundle

Element Core GoodsExample

Core ServiceExample

Business Custom clothier Business hotel

Core Business suits Room for thenight

PeripheralGoods

Garment bag Bath robe

PeripheralService

Deferredpayment plans

In houserestaurant

Variant Coffee lounge Airport shuttle

Matriks Proses Jasa

Derajat Derajat Integrasi dan KustomisasiPenggunaan Tenaga kerja Low High

Service factory: Service shop:

* Airlines * Hospitals

Low * Trucking * Auto repair

* Hotels * Other repair services

* Resorts and recreation

Mass service: Professional service:

* Retailing * Doctors

High * Wholesaling * Lawyers

* Schools * Accountants

* Retail aspects of * Architects

commercial banking

Paket Jasa

Supporting Facility: The physical resources that mustbe in place before a service can be sold. Examplesare golf course, ski lift, hospital, airplane.

Facilitating Goods: The material consumed by thebuyer or items provided by the consumer. Examplesare food items, legal documents, golf clubs, medicalhistory.

Information: Operations data or information that isprovided by the customer to enable efficient andcustomized service. Examples are patient medicalrecords, seats available on a flight, customerpreferences, location of customer to dispatch a taxi.

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Paket Jasa (Ljt.)

Explicit Services: Benefits readily observable by thesenses. The essential or intrinsic features.Examples are quality of meal, attitude of the waiter,on-time departure.

Implicit Services: Psychological benefits or extrinsicfeatures which the consumer may sense onlyvaguely. Examples are privacy of loan office, securityof a well lighted parking lot.

Perbedaan Karakteristik Jasa

Customer Participation in the Service Process:attention to facility design but opportunities for co-production

Simultaneity: opportunities for personal selling,interaction creates customer perceptions of quality

Perishability: cannot inventory, opportunity loss ofidle capacity, need to match supply with demand

Intangibility: creative advertising, no patentprotection, importance of reputation

Heterogeneity: customer participation in deliveryprocess results in variability

Strategi Klasifikasi Jasa(Sifat Tindakan Jasa )

Strategi Klasifikasi Jasa(Sifat Tindakan Jasa )

Direct Recipient of the ServiceNature ofthe Service Act People Things

People’s bodies: Physical possessions:

Health care Freight transportationPassenger transportation Repair and maintenance

Tangible actions Beauty salons Veterinary careExercise clinics Janitorial servicesRestaurants Laundry and dry cleaning

People’s minds: Intangible assets:

Education BankingIntangible actions Broadcasting Legal services

Information services AccountingTheaters SecuritiesMuseums Insurance

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Strategi Klasifikasi Jasa(Relationship with Customers)

Strategi Klasifikasi Jasa(Relationship with Customers)

Type of Relationship between Service Organization and Its CustomersNature ofService Delivery “Membership” relationship No formal relationship

Insurance Radio stationTelephone subscription Police protection

Continuous delivery Electric Utility Lighthouseof service Banking Public Highway

Long-distance phone calls RestaurantTheater series tickets Pay phone

Discrete transactions Transit pass Toll highwaySam’s Wholesale Club Movie theaterAirline frequent flyer Public transportation

Strategi Klasifikasi Jasa(Kostomisasi dan Justifikasi)

Strategi Klasifikasi Jasa(Kostomisasi dan Justifikasi)

Extent to Which Service Characteristics Are CustomizedExtent to Which PersonnelExercise Judgment in MeetingCustomer Needs High Low

Surgery Preventive health programsHigh Taxi services Education (large classes)

Gourmet restaurant Family restaurant

Telephone service Public transportationHotel services Spectator sports

Low Retail banking Movie theaterCafeteria Institutional food service

Strategi Klasifikasi Jasa(Sifat Demand and Supply)

Strategi Klasifikasi Jasa(Sifat Demand and Supply)

Extent of Demand Fluctuation over TimeExtent to which SupplyIs Constrained Wide Narrow

Electricity InsurancePeak demand can Telephone Legal services

usually be met Police emergency Banking

without a major delay Hospital maternity unit Laundry and dry cleaning

Tax preparation Fast food restaurantPeak demand regularly Passenger transportation Movie theater

exceeds capacity Hotels and motels Gas station

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Strategi Klasifikasi Jasa(Metode Penyampaian Jasa )

Strategi Klasifikasi Jasa(Metode Penyampaian Jasa )

Availability of Service OutletsNature of Interactionbetween Customer andService Organization Single site Multiple site

Customer travels to Theater Bus service

service organization Barbershop Fast-food chain

Service provider Taxi Mail delivery

travels to customer Pest control service AAA emergency repairsTaxi

Transaction is at Credit card company Broadcast network

arm’s length Local TV station Telephone company

Sistem Terbuka Pandangan JasaService Process Consumer Evaluation

Consumer arrivals Consumer participant departures Criteria(input) Consumer-Provider ( output) Measurement

interface

Control Monitor

Customer demand Service operations manager Service personnelProduction function:

Perceived needs Alter Monitor and control process Schedule EmpowermentLocation demand Marketing function: supply Training

Interact with consumers AttitudesControl demand

Modify as necessaryDefine standard

Service packageSupporting facility

Communicate Facilitating goods Basis ofby advertising Explicit services selection

Implicit services

Paket Pelayanan Desa Volvo

Supporting Facility

Facilitating Goods

Information

Explicit Services

Implicit Services

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Desa Volvo Karakteristik Jasayang berbeda

Intangibility

Perishability

Heterogeneity

Simultaneity

Customer Participation in the Service Process

Village Volvo’s ServiceClassification

Nature of the service act

Relationship with customers

Customization and judgement

Nature of demand and supply

Method of service delivery

Managing Village Volvo

How could Village Volvo manage itsback office (repair operations) like afactory?

How can Village Volvo differentiate itselffrom Volvo dealers?

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Xpresso Lube Facility

Xpresso Lube’s Service Package

Supporting Facility

Facilitating Goods

Information

Explicit Services

Implicit Services

Xpresso Lube’s DistinctiveService Characteristics

Intangibility

Perishability

Heterogeneity

Simultaneity

Customer Participation in the Service Process

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Xpresso Lube’s ServiceClassification

Nature of the service act

Relationship with customers

Customization and judgement

Nature of demand and supply

Method of service delivery

Beyond Xpresso Lube

What elements of Xpresso Lube’slocation contribute to its success?

Given the example of Xpresso Lube,what other services could be combinedto “add value” for the customer?

Topics for Discussion

What are the characteristics of services that will bemost appropriate for Internet delivery?

When does collecting information through servicemembership become an invasion of privacy?

What are some management problems associatedwith allowing service employees to exercisejudgement in meeting customer needs?

What factors are important for a manager to considerwhen attempting to enhance a service firm’s image?

What contributions to the management ofprofessional service firms can a business schoolgraduate provide?

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Interactive Class Exercise

The class breaks into five groups and eachgroup is assigned one of the serviceclassifications (e.g., nature of act, relationshipwith customer, customization, nature ofdemand, or method of delivery) to come upwith an example for each of the fourquadrants in the matrix.